Every year during SXSW, brands and streaming platforms transform venues and streets around Austin into immersive pop-ups tied to popular shows, films, sports, and products. Many of the experiences are free and open to the public, offering themed environments, photo opportunities, food and drinks, and limited merchandise.
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Here are some of the key activations happening during SXSW 2026, that we already checked out so you can trust it is a good time!
RELATED: SDCC 2025: The Offsite Activations That Stole the Show
Netflix: Peaky Blinders – The Immortal Man
Netflix is hosting a themed activation for the upcoming The Immortal Man, the film continuation of the hit series Peaky Blinders.
Location: Fox Den
Dates: March 12–14
The experience transforms the venue into a gritty setting inspired by the Shelby family’s world. The activation follows Netflix’s 2025 SXSW pop-up for Love Is Blind at the same location. Be sure to get there early to get a free hat and even a tattoo! You may also get a special drink with a cool token.
Paramount+ The Lodge
Paramount+ is returning to SXSW with its signature immersive fan experience, The Lodge, once again taking over The Clive Bar on Rainey Street.
Dates: March 12–15
Now in its fourth year at SXSW, the three-level experiential takeover invites guests to step into cinematic environments inspired by Paramount+ series and major sports properties.
Some of the featured experiences include:
LANDMAN Oilfield Experience
Inspired by the hit series Landman, this installation recreates the rugged landscapes of West Texas with a cinematic oilfield setting. Guests can capture photo and video moments before heading to The Patch Café, a themed bar serving a signature cocktail inspired by the show.
MARSHALS Frontier Photo Moment
Fans can step into the world of the new Marshals—a new era connected to the universe of Yellowstone—through a rugged Montana frontier photo installation.
SURVIVOR 50 Torch Ceremony
Celebrating 50 seasons of Survivor, guests can participate in the show’s most iconic ritual by lighting a torch inside a sculptural Tribal Council–inspired set designed for shareable photo and video moments.
NFL on CBS Conference Thrones
Fans can sit on sculptural AFC and NFC thrones constructed from football helmets, pads, and game-day elements inspired by coverage of the National Football League on CBS Sports.
UFC Walkout Tunnel
Guests can enter a full-scale fighter walkout inspired by the Ultimate Fighting Championship, complete with arena-style crowd noise, dramatic graphics, and a shareable walkout video.
Swag Stampede Leather Bar
An outdoor studio lets visitors create customized leather keepsakes, with artisans personalizing each item with Western-inspired details tied to Paramount+ shows.
Hours:
- March 12: 4 PM – 12 AM (open to public, badge priority)
- March 13: 12 PM – 7 PM public | 8 PM – 11 PM badge holders
- March 14: 12 PM – 7 PM public | 8 PM – 11 PM badge holders
- March 15: 12 PM – 8 PM (open to public, badge priority)
And, here is a tip if you have an active subscription you can get a special gift!
Invincible “Burger Mart” Pop-Up
Brisk is collaborating with Amazon Prime Video to bring the animated superhero series Invincible to life.
Location: 201 E. 4th Street, Austin
Dates: March 12–14
The activation recreates Burger Mart, the fictional fast-food restaurant from the show.
Visitors can expect:
- Free Burger Mart burgers and fries
- Complimentary Brisk drinks
- Photo opportunities inside the recreated restaurant
- Swag bags with exclusive merchandise
The installation is designed to feel like stepping into an episode of the series.
Hulu: The Testaments Street Activation
To promote the upcoming series The Testaments, Hulu is staging a one-day immersive street takeover inspired by the world of The Handmaid’s Tale.
Date: March 16
The activation centers on Aunt Lydia’s purple prep-school bus, which will travel to several locations around Austin. At each stop, performers dressed as “Plums”—students from Aunt Lydia’s elite school in the series—will step off the bus in a choreographed procession.
The Plums will hand out mini Bumbleberry pies—a mix of blueberries, raspberries, blackberries, and strawberries—to attendees. Each pie contains a hidden message on the tin reading “Things Are Not What They Seem”, along with a QR code that unlocks a deeper interactive experience tied to the series.
During each appearance, the Plums move in single file, bow their heads while presenting the pies, and offer a blessing before returning to formation and boarding the bus when a bell signals the end of the distribution.
Activation stops:
- 12:30–1:30 PM — South Congress Avenue | 100 Elizabeth Street
- 4:30–5:30 PM — West 4th Street (SXSW street closure area)
- 6:30–7:30 PM — 500 Brazos Street near East 6th Street
The SXSW activation marks the official kickoff of a multi-city experiential tour, with additional stops planned in Los Angeles and New York City.
Set in the dystopian nation of Gilead, The Testaments follows teens Agnes and Daisy as they navigate life inside Aunt Lydia’s strict preparatory school for future wives—where obedience is enforced through rigid religious doctrine. Their growing bond ultimately becomes a force that challenges the system surrounding them.
Many SXSW activations are open to the public without a badge, though capacity is limited and lines can form quickly. Arriving earlier in the day often provides easier access and a better chance at picking up limited merchandise or giveaways.
